Results 171 to 180 of about 15,553 (218)

Hope

, 1969
Johnson, W Russell
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The influence of brand trust and brand identification on brand evangelism

Journal of Product and Brand Management, 2013
Purpose – The purpose of this study is to examine how the nature of consumers' relationship with a brand influences brand evangelism, which represents an intense form of brand support behavior. Specifically, the study investigates the influence of two consumer-brand relational constructs, brand trust and brand ...
Enrique P Becerra, Vishag Badrinarayanan
exaly   +2 more sources

The impact of brand evangelism on oppositional referrals towards a rival brand

Journal of Product and Brand Management, 2016
PurposeThis study aims to build on the notion of brand evangelism developed by Becerra and Badrinarayanan (2013) by examining how brand relationship variables regarding one brand (i.e. brand loyalty, brand community identification and self-brand connection) influence oppositional referrals to a rival brand (i.e. desire to harm and trash-talking) in the
Francois Marticotte, Manon Arcand, Damien Baudry   +2 more
exaly   +2 more sources

Mass prestige, brand happiness and brand evangelism among consumers

Journal of Business Research, 2022
Mahnaz Mansoor, Justin Paul
exaly   +2 more sources

Green choices and brand happiness: A recipe for brand evangelism

Sustainable Development
AbstractTo date, research has predominantly focused on identifying the antecedents of sustainable consumption, but little work has been done to understand the impact of the consumption of sustainable brands on consumer emotions and behaviours thereof and how it varies across generations.

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The Influence of Brand Identification and Brand Trust on Brand Evangelism

International Journal of Business and Quality Research, 2023
This study aims to test and determine the effect of brand identification and brand trust on brand evangelism. This study used primary data from questionnaire results. The object of this research is consumers who have made purchases and transactions directly through the Shopee e-commerce application.
null Muhammad Fa'iq Muna, null Yuslinda Dwi Handini, null Wheny Khristianto   +2 more
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The effect of customers' brand experience on brand evangelism: The case of luxury hotels

Tourism Management Perspectives, 2023
Sonal Purohit, Linda D. Hollebeek, Manish Das, Valdimar Sigurdsson   +3 more
exaly   +2 more sources

The aftermath of a brand transgression: the role of brand forgiveness and brand evangelism

Journal of Asia Business Studies, 2021
Purpose This study aims to examine how brand transgression (BT) affects brand relationship quality (BRQ). Brand forgiveness (BF) and brand evangelism (BE) are tested as mediators between BT and BRQ. This study advances knowledge in consumer behavior by showing how consumers offer to deal with their relationships with brands through BE and BF.
Benjamin Nobi, Kyung-Min Kim, Sangwon Lee   +2 more
openaire   +1 more source

Influence of Brand Attractiveness and Brand-Self Connections on Brand Evangelism: An Abstract

2020
In the digital and social marketing age, characterized by ubiquitous usage of smartphones and social media, marketers leverage the power of the brand to cultivate strong consumer-brand relationships which have the ability to transform consumers into a powerful “communication medium,” i.e., consumers become the vehicles to spread messages to other ...
Enrique Becerra, Vishag Badrinarayanan
openaire   +1 more source